Universal Pictures returns to Roblox to promote its upcoming theatrical movie release.
Every week we publish exclusive research about how brands are activating on the Roblox platform.
Universal Pictures is bringing the magic of Wicked to Roblox, inviting fans to step into the vibrant world of Shiz University via a dedicated experience: Wicked RP. This newly-released experience highlights how brands are using immersive, interactive environments to connect with younger audiences on platforms like Roblox.
Let’s explore what makes this game unique, how it works, and why movie tie-ins are gaining traction on Roblox.
Full disclosure: I worked on this project as part of the Sawhorse marketing and analytics team.
What’s Happening: Step into Shiz University
The Wicked Roblox experience transports players to Shiz University, a prominent setting in the movie where lead characters Glinda and Elphaba first meet. Players can roleplay as students, attend classes, decorate dorms, and interact with NPCs modeled after the film’s iconic characters, such as Glinda, Elphaba, and Madame Morrible.
This roleplaying environment allows players to explore highly-detailed environments, complete quests, and collect emeralds while socializing via text and voice chat in an open-ended world.
By creating a virtual space where users are encouraged to roleplay, hang out, and immerse themselves in the storyline, Universal is building awareness and excitement for the movie before it hits theaters.
How It Works: Unlock, Collect, and Celebrate Wicked’s World
To enhance the experience, players earn social gear items and exclusive UGC wearable avatar items inspired by the movie, like Elphaba's glasses and Glinda's wand. UGC items not only enrich in-game play, but they are also usable across the Roblox platform, adding value for players and creating lasting touchpoints with Wicked branding.
The game also monetizes through in-game purchases, allowing players to buy themed effects such as a fireworks show or premium game passes like "Popular" and "Oz Royalty," which unlock new opportunities for interaction. Planned updates, including an Ozdust Ball Winter Formal and an obstacle course (obby), will keep the experience dynamic and encourage users to return.
Why It Matters: Building Connections with a Hard-to-Reach Audience
Universal Pictures has seen major success with movie tie-ins on Roblox, such as its Despicable Me 4 and Kung Fu Panda 4 activations, which reached millions of people and achieved strong box office success. Roblox has clearly become a go-to platform for movie studios to reach Gen Z and Gen Alpha audiences who are increasingly hard to engage through traditional and even social media.
On Roblox, people aren’t just passively watching a trailer (although you can watch video content in the experience)—they’re actively participating in Wicked's world, forming connections with the characters and storyline. The Wicked RP experience is designed to be memorable and meaningful, embedding the film into players' lives as they engage with friends and enjoy roleplaying.
How Wicked Stands Out Among Movie Activations on Roblox
Compared to previous movie integrations on Roblox—such as Transformers One into Drive World or Wild Robot in various Obby games—Wicked’s robust roleplaying format provides a more intricate and lasting engagement. This style of activation aligns with the broader trend of brands opting for highly interactive, genre-based games that deeply resonate with Roblox’s player community.
This approach taps into a core tenet of successful Roblox activations: deliver a fun experience that holds players' interest.
This is Just the Beginning of Movie Marketing on Roblox
As brands like Universal continue to innovate with immersive, branded Roblox experiences, we’re likely to see even more creative uses of the platform for marketing purposes. For brand marketers and developers, the Wicked experience is a prime example of how to build rich, interactive worlds that capture attention, drive engagement, and ultimately encourage audiences to experience the brand further.
The growing amount of movie projects coming to the platform speaks volumes about Roblox’s value as a digital marketing channel. And with entertainment-focused content performing so strongly, the trend of movie-branded games is likely just beginning.
Have a Roblox game you'd like me to write about? Send me an email with more details: steve [at] metaversemarcom.io
Stephen Dypiangco is a strategy and marketing consultant , helping brands reach young audiences on Roblox.